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Stats on Gen Y Parents:

• 63% of Millennial parents are married

• $50,000 is the median income

• 76% participate in the total labor force

• 61% of women partake in the labor force

29%MILLENNIALS WITH CHILDREN

DATAPOINTSMillennials have been characterized as young, unattached and still living with mom and dad, but 10.8 million U.S. households are headed by Americans ages 24 to 35 who are parents themselves, according to Kansas City, Mo.-based ad agency Barkley, and its new study that

sheds light on the buying habits of members of Gen Y who have kids. One thousand respon-dents who have children living with them were surveyed for “Millennials as New Parents.”

SOURCE: Barkley

Parenthood Changes Millennial Buying Habits

RETAIL

“By overlooking the fact that many Millennials are now parents, brands could miss changes in behavior and consumption that directly impact their bottom line.”

— JEFF FROMM, EVP, Barkley

80%of the 4 million annual U.S. births are given by Millennials

Percent of purchases based on

quality vs. price

54.7% 55.2%

PRE-

PARE

NTHO

OD

POST

-PAR

ENTH

OOD

‘Grocery shoppingis a bore’ say:

33%GENERAL POPULATION

33%MILLENNIALS

Ethnic MixSix in 10 Millennial parents are Caucasian

Caucasian 61%Hispanic 16%African American 12%Other 11%

44%Wal-Mart

32%Target

24%Amazon

Bricks Beat ClicksIf given the choice to shop only at Amazon.com,

Wal-Mart or Target for the rest of their lives, most Millennial parents would choose Wal-Mart

Wal-MartWal-Mart44%Wal-Mart44%Wal-Mart44%Wal-Mart

32%Target

48%

are less likely to give up private information in exchange for promotional perks vs. before they had kids

More Frequent ShoppersMore Millennial parents visited a Wal-Mart Supercenter,

SuperTarget, Kroger or Albertsons in the last 30 days than Millennials overall

MILLENNIAL TOTAL PARENTS MILLENNIALS

Wal-Mart Supercenter ..............74.0%..................62.9%

SuperTarget ............................11.5% ....................8.1%

Kroger ....................................14.6% .................11.9%

Albertsons ...............................8.0% ....................7.7%